Briefing for Your Video: What You Should Clarify Before Production

If you are looking to have a video or film produced, you will soon be asked for a "brief." This refers to a description of your project: What is the film intended to achieve? Who is the target audience? Where will it be shown? And what is the budget? The clearer these answers are, the more precise my cost estimates can be — and the better the final result will align with your vision.

On this page, you will find a ten-point checklist covering aspects I consider essential in practice, along with the specific questions I typically ask during client consultations. You don’t need to have all the answers right away; we can clarify any remaining points together. Think of this checklist as a preparation aid, not a rigid form.

To learn how a project proceeds from there, please see the WAY OF WORKING page. For information on the approximate cost of a video, please refer to the PRICES AND COSTS section.

Why a specific briefing is so important

A good brief is the foundation for an accurate proposal and for a video that delivers exactly what you expect. Here are four reasons why:

  • More precise cost estimation: Without clear specifications, I have to make assumptions. If it later turns out that more is required — such as additional shoot days, animations, voice-over talent, or versions for social media — costs will increase. A clear brief ensures the proposal is robust and allows for fair comparison with other quotes.
  • Fewer misunderstandings: Terms like "modern" or "emotional" can be interpreted in different ways. Defining concrete goals and providing examples of videos you like helps clarify expectations before any time or money is invested.
  • Fewer revision rounds: When the target audience, core message, and style are established from the start, there is less need for revisions during the scriptwriting and editing phases. This saves time and money for both sides.
  • Budget allocated where it has the most impact: Knowing what matters most to you allows me to allocate the budget strategically — for instance, by investing in high-quality animation, extra shoot days, or music — rather than spreading the budget too thin across every element.

Furthermore, the brief serves as a shared reference point for planning, filming, and post-production. Should anything change during the course of the project, we can always refer back to it.

The Briefing Checklist: 10 Points for Your Video

For each point, you will find the questions I ask during conversations, as well as a practical tip.

1. Goal and purpose of the film

This is the most important point. A film intended to persuade applicants looks different from one that explains a product or documents an event.

Questions:

  • What message should the film convey?
  • What is the primary objective (e.g., strengthening the brand, attracting employees, introducing a product, imparting knowledge)?
  • Who is the target audience (customers, investors, job applicants, students, industry professionals)?
  • How will you determine later whether the film was successful?

Tip: Try to state the objective in a single sentence — for example: "The film aims to draw the attention of skilled professionals to us as an employer." If you cannot express it in one sentence, you are likely looking for two separate films.

2. Type of Film and Desired Style

Depending on your objective, various formats may be suitable — for example, CORPORATE IMAGE FILMS, EXPLAINER VIDEOS, ANIMATED FILMS, TRAINING VIDEOS, EVENT VIDEOS or COMMERCIALS. What matters most is the intended impact of the film, not the format itself.

Questions:

  • Should the film be factual, emotional, creative, or humorous?
  • Should it feature live-action footage, animation, or a combination of both?
  • Which films do you like, and which ones do you dislike?

Tip: Please send me two or three examples — even from other companies. This helps me understand your vision much faster than any written description could. It is also helpful to share an example of a film you do not like, along with the reason why.

3. Content Requirements

This section addresses what the film must include.

Questions:

  • What key messages need to be conveyed?
  • Should the film include interviews, voice-over narration, on-screen text, or animations?
  • Are there specific people, products, locations, or processes that must be shown?
  • Is there any content that must be excluded — for instance, for data privacy or legal reasons?

Tip: Less is more. A film with three clear key messages is more impactful than one with ten. If you have a lot to communicate, a series of short videos may be more effective than a single long film.

4. Technical Requirements

Length, format, and technical requirements directly influence the effort involved and the associated costs.

Questions:

  • What is the planned duration (e.g., 60 seconds or 3 minutes)?
  • In what formats should the final files be delivered (Full HD, 4K, landscape, or portrait for social media)?
  • Do you require subtitles or versions in multiple languages?
  • Are there any specific requests, such as drone footage or special effects?

Tip: Consider how the video will be used. If it is to be shown on social media, subtitles are highly recommended, as many users watch videos there without sound.

5. Filming Locations and Logistics

Locations, scheduling, and access determine the project timeline and, frequently, the level of effort required.

Questions:

  • Where will the filming take place (company premises, an external location, a studio, or outdoors)?
  • Are there any fixed dates or constraints — such as those resulting from operational workflows, scheduled events, or holiday periods?
  • Are any permits or individual consents required?

Tip: Clarify early on who within your organization will be responsible for the shoot and for providing access to the necessary spaces. The availability of both locations and the people involved is often the deciding factor for the schedule.

6. Budget Framework

Many people are hesitant to state a budget. However, sharing one helps me propose solutions that fit your parameters, rather than providing a quote that misses the mark entirely.

Questions:

  • Do you have a rough idea of the budget, or is there a fixed limit?
  • What should be included (e.g., music licenses, voice-over artists, animation, subtitles, different versions)?
  • Is this a one-off production or part of a series?

Tip: If you don’t have a specific figure, feel free to provide a rough range. We can then explore together what is possible within that scope. You can find some initial guidance on the PRICES AND COSTS page.

7. Schedule and Deadlines

Producing a film requires lead time — especially when multiple stakeholders are involved in decision-making, or when there is a fixed deadline, such as a trade fair or a campaign launch.

Questions:

  • By when must the film be completed, and is it tied to a specific event or occasion?
  • Are there established milestones for filming, editing, and final approval?
  • When will the individuals responsible for coordination be available (e.g., are there any planned vacations or company-wide holidays)?

Tip: Build in ample time for feedback and approvals. These stages are a crucial part of the project timeline — just as much as the actual filming and editing.

8. Music, Voice-overs, and Branding

Sound and visual appearance significantly shape the impact of a film.

Questions:

  • Should stock music be used, or should a custom score be composed?
  • Is a professional voice-over artist required? If so, in what language and with what tone?
  • What are the requirements regarding corporate design (logo, colors, fonts, animation style)?

Tip: Include your logo and design guidelines with your initial briefing — ideally, provide the logo as a vector file (e.g., SVG or PDF). If a brand style guide is available, that is even more helpful.

9. Publication and Usage

Where and for how long the film will be shown influences its format, music licenses, and usage rights.

Questions:

  • Where will the film be shown (website, social media, trade fair, event, intranet, training session)?
  • Do you need shorter versions or excerpts — for example, for Instagram or LinkedIn?
  • Is the film intended to remain in use for several years?

Tip: If the film is to be used for a long period, avoid time-sensitive content such as specific years, prices, or individuals who might eventually leave the company. The transfer of rights is governed by the production contract.

10. Points of Contact and Approvals

A film project involving multiple decision-makers requires a clear process; otherwise, the feedback may end up being contradictory.

Questions:

  • Who will be your primary point of contact for the video production?
  • Who has the final say on the script and the completed film?
  • Are there any internal approval processes—for example, involving senior management, the legal department, or the communications team?

Tip: Identify everyone who will have a say in the project early on, and consolidate their feedback before sending it to me. This ensures that the input remains clear and consistent.

Does my briefing have to be perfect?

No. Many clients come with an idea and only a few details — that’s a perfectly good starting point. What matters most are the objective, the target audience, and the occasion. We’ll go through the rest together during our initial conversation, whether in person, by phone, or via video conference. An incomplete brief is better than no brief at all; it’s always easier to add to what’s already there than to start from scratch.

Example: Briefing for an employer branding video

The following briefing is entirely fictional and illustrates how concise an effective brief can be. It fits onto a single page. You can find more information on this format under EMPLOYER BRANDING VIDEOS.

  • Objective: To attract new skilled workers and apprentices for our workshop.
  • Target Audience: Young people and skilled professionals in Vienna and the surrounding area.
  • Tone and Style: Authentic and approachable, featuring real employees — no "high-gloss" production. For reference, we like a video from another company (link attached).
  • Content: Three employees shown during their daily work, a look inside the workshop, and a brief statement from management.
  • Technical Specifications: Approximately 90 seconds in Full HD, plus a 30-second vertical edit for Instagram; includes subtitles.
  • Location: Our workshop; two days of filming; employees have been informed in advance.
  • Budget: Approx. €3,500 – €4,800.
  • Timeline: Completion by the end of March, in time for the apprenticeship fair.
  • Music and Branding: Royalty-free music; logo and brand colors are attached.
  • Distribution: Careers page, Instagram, and trade fair booth.
  • Point of Contact and Approval: The HR department serves as the primary contact; management will approve the script and the final film.

What happens after the briefing

Based on your brief, I will prepare a detailed cost breakdown and a proposal, allowing you to see exactly how the costs are calculated.

Once you commission me, the process continues with concept development and scriptwriting, pre-production, filming, and post-production. Each of these steps is outlined on the WAY OF WORKING page.

Do you have a project in mind, but no finalized brief yet?

Let me know what you know so far, or give me a call at +43-699-19-25-32-19 or via email at office@drehstrom.at.

We can sort out the rest together, and you will receive a free, no-obligation quote.